Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

PROSPECTS

The popularity of smartphones continued to increase in Canada in 2019. Research conducted by ComScore indicates that the average Canadian spends some 58% of total time spent online on a mobile device and this is an indication of how far smartphones have come in the country in a short space of time.

The impending roll-out of 5G continues to influence sales of smartphones

The digital consumption of many Canadians is dominated by mobile devices and this is likely to apply to a wider cross-section of the population following the impending roll-out of 5G across the country. The shift from fourth-generation 4G to 5G wireless technology is at the core of the Canadian government’s commitment to develop the country’s communication networks.

New features and design touches set to spur demand for high-end smartphones

With new features and design touches constantly being introduced, the appearance of new models can be expected to continue driving sales of smartphones during the forecast period. Screens without bezels remains the category’s leading design trend.

COMPETITIVE LANDSCAPE

Samsung’s leading position based on innovation and regular new launches

Samsung remains the leading player in mobile phones in Canada and the South Korea-based multinational electronics giant continues to lead sales in both feature pheons and smartphones. Samsung’s success in the category is based largely on its regular successful launches within the Galaxy range.

Apple maintains second position due to its sizeable and loyal consumer base

Apple’s iPhone remains a very popular name in smartphones in Canada and the brand maintains a large and fiercely loyal base of dedicated consumers, many of whom are very keen to own the brand’s latest models as soon as they are launched. However, like its major rival Samsung, Apple continues to register declining sales in Canada and this is related to the overall shift towards less expensive and less sophisticated models of smartphones among a consumer base that is not always prepared to splash out huge amounts for expensive smartphones with advanced features that they may never even use.

While the category’s three leading players Samsung, Apple and LG all witnessed sales declines in smartphones in 2018 and 2019, the Chinese manufacturer Huawei also registered negative growth in 2019 after two years of very strong double-digit volume sales growth in the category. The company’s success has been built largely on its burgeoning reputation for good value for money, which in turn is based on its offer of high-quality products at very reasonable price points.

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